Expanding on its years-long partnership with Meta, third-party ad-verification company DoubleVerify is introducing pre-screen content controls on Facebook and Instagram, aiming to provide advertisers with another layer of control in regard to where their ads are placed.
The new content-level pre-screen avoidance feature will cover ads across both Feed and Reels in hopes of protecting brand reputation, allowing advertisers to proactively avoid content they deem unsuitable before their ads are served to the public.
“As media environments grow more complex, it's crucial that advertisers have access to advanced independent tools that help them protect campaigns before they run,” said Mark Zagorski, CEO of DoubleVerify.
The company's pre-screen content controls are meant to be utilized in concurrence with its recent launch of post-bid brand safety and suitability measurement on Meta, aiming to help advertisers “close the loop by leveraging insights from their post-bid measurement to optimize campaigns in real-time and maximize media performance,” according to Zagorski.
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Specifically, pre-screen protection evaluates content before impressions are transacted to support the delivery of ads to appropriate environments. Post-bid measurement analyzes content after impressions are purchased, providing advertisers with insights into safe and suitable ad delivery.
The process of authenticating content surrounding brands' promotions on Facebook and Instagram is fully automated, allowing advertisers to filter out sensitive content in real-time before bidding on ad inventory and planning future campaigns.
DoubleVerify and Meta estimate that the pre-screen solution will be available for all advertisers in early 2025.